Auckland’s Heart of the City and Colenso BBDO are letting some of the CBD's secrets out of the bag in a new campaign to encourage Aucklanders to discover the diversity of offerings in the city.
’Lovebites’ is made up of 50 short films, on the Heart of the City website, each revealing an interesting fact about inner-city experiences and destinations. A secret menu item at a burger restaurant is revealed as well as the reasons behind the Sky Tower’s light colours, a hidden hotel house bar and the place to go for a buffalo milk coffee.
The videos can be seen here.
Executive creative director at Colenso Steve Cochran said in the release that digital has often been considered a place where long-form and richer engagement films could be housed to support the main 30 or 60 second ad. However, “few customers are that interested in any brand to click through to seek that stuff out,” he said. “So the demand has now firmly shifted to short films like 20, 10 or even just five seconds in length. And even better if they work without sound.”
As well as the films, the campaign also sees the launch of new branding for Heart of the City, by Colenso, including a new logo and brand identity.
Head of marketing at Heart of the City Kate Cleaver said the branding has become “a bit disjointed over time with differences in [the] corporate facing brand and consumer facing brand”. She said the new identity is designed to amalgamate and strengthen the brand to all audiences.
The new identity and 'Lovebites' campaign is rolling out through Auckland across digital, social, print, outdoor and cinema.
Client: Heart of the City
CEO: Viv Beck
Head of marketing: Kate Cleaver
Brand manager: Emma Jones
Agency: Colenso BBDO
Film Company: The Hood & Co
Cinematographer: James Rua
Producer: Felicia Brunsting